With a $7 million price tag for a 30-second ad spot, the Super Bowl broadcast is a high-stakes brand investment where advertisers push creative boundaries in the competition for attention.
Looking at the 60+ brands who advertised at or around the 2024 Super Bowl, YouGov’s new Super Bowl 2024 Advertising Effectiveness Report identifies 24 whose advertising had the strongest impact on Americans in the week after the game.
Download YouGov's newest report to learn:
Initially debuted in a live presentation on Wednesday, February 21, this analysis focuses on changes in Ad Awareness, Buzz, and Consideration among Super Bowl advertisers.
This report includes a series of surveys conducted with YouGov Surveys: Self-serve in the week following the Super Bowl to gauge viewership trends, advertising sentiment, and Taylor Swift's impact.
The report concludes with a ranking of Super Bowl Advertisers by Advertising Impact Score, a calculation that more heavily weighs changes in purchase consideration, a predictive bottom-of-funnel brand health metric. The dates of comparison for this analysis are February 5-11 and February 12-18, 2024.